The Preeminent List of Email Marketing Statistics


**This list was last updated April 2017**

Want to hear a scary story?

Not Freddy Krueger scary, but more like alarming. Depressing. Even knee buckling.

People are still questioning the effectiveness and ROI when it comes to email marketing.

Frankly, these people just don’t get it. We feel sorry for these people, and wish them all the best. But the truth is they’re wrong.

Very wrong.

If you did a search for email marketing statistics it would be nearly impossible to find any that make you think email marketing is dead or on its way out the door as an effective marketing channel.

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Below you’ll find our gift to you.

We’ve traveled to the corners of the web to find all of the email marketing statistics we could find and place them all here for you.

So if you’re ever thinking about dumping email marketing, need a strong shot of assurance, or just want to find some interesting email insights, these email stats are your launch pad.

Statistics on Email Marketing Worth Sharing [Delivra Infographic]

For starters, here is quick infographic we whipped up of some of the more impressive email marketing statistics we came across.

email marketing statistics delivra

  • 77% of ROI comes from segmented, targeted, and triggered campaigns. – (DMA)
  • Email’s ROI was 28.5% compared to 7% for direct mail. – (Chief Marketer)
  • The average order value of an email is at least three times higher than that of social media. – (McKinsey)
  • 72% people prefer to receive promotional content through email, compared to 17% who prefer social media. – (MarketingSherpa)
  • Email subscribers are 3 times more likely to share your content via social media than visitors from other sources. – (QuickSprout)
  • Email is 40 times more effective at acquiring new customers than Facebook or Twitter. – (McKinsey)
  • B2C marketers who leverage automation have seen conversion rates as high as 50%. – (eMarketer)
  • Automated email messages average 70.5% higher open rates and 152% higher click-through rates than “business as usual” marketing messages. – (Epsilon Email Institute)
  • Personalized emails deliver 6x higher transaction rates. – (Experian)
  • Personalized email messages improve click-through rates by an average of 14% and conversions by 10%. – (Aberdeen)

And Now, Email Marketing Statistics for 2017

Readers spend 3-4 seconds deciding if they’re going to read your email. – (Litmus)

Personalized email subject lines increase open rates for consumer products and services companies by 41.8 percent. – (MarketingSherpa)

Email newsletter recipients only allocated about 51 seconds to read each email, and often just glance at the content. – (Nielson Group)

industry email marketing benchmarks opens by device 2016

More than 50 percent of emails sent by Delivra customers in 2016 were opened on a smartphone or tablet. – (Delivra)

Including video in an email leads to a whopping 200-300% increase in click-through rate. – (Forrester)

While the average ROI for email is $38 to every $1 spent, for one in five companies experienced an ROI greater than 70-to-1. – (DMA)

92% of online adults use email, with 61% using it on an average day. Those who were most likely to use email on a daily basis were those with a college degree or an income of <$75,000. – (Pew Research)

15 Email Statistics That Are Shaping The Future – (Convince and Convert)

ecommerce lead acquisition email vs social media

At 33% less cost than other lead-generating mechanisms, emails generate 50% more sales. – (HubSpot)

70% of B2B marketers say increasing their email list quality is their top objective. – (Delivra)

Emails with social sharing buttons increase click-through rates by 158%. – (Nonprofit Hub)

There are 251 email marketing software solutions currently on the market. – (Capterra)

75% of Gmail’s 900 million users access their accounts on mobile devices. – (TechCrunch)

33% of email opens occurred on an iPhone. – (Litmus)

It’s estimated that 91% of consumers check email at least once a day on their smartphones. – (Email Monday)

89 percent of marketers say email serves as the primary channel for lead generation. – (Mailgen)

53% of marketers say ongoing, personalized communication with existing customers results in moderate to significant revenue impact. – (DemandGen)

Millennials are the age group most likely to check their email from bed (70%), from the bathroom (57%), or while driving (27%). – (Adobe)

industry email marketing benchmarks unsubscribe rates by sector

In Q1 2014, more email was opened on iPhones (38%) than all desktops combined (34%). – (MovableInk)

Email marketing strategies are used by 82 percent of B2B and B2C companies. – (Ascend2)

For every 1,000 email recipients you market to, you will get about 200 responses versus between 10 and 3 responses on social media. – (Marketing Tech Blog)

95% people who sign up for a newsletter from a recognized brand consider the email useful. – (Salesforce)

51% of B2B marketers say a lack of an effective strategy is their most significant barrier to email list success. – (Delivra)

Emails using these greetings in the subject line led to the highest open rate on average, at 71%. – (Teradata)

58% of adults check their email first thing in the morning. – (Customer Intelligence)

74% of marketers say targeted personalization increases customer engagement. – (eConsultancy)

65% of users prefer emails to contain mostly images, compared to 35% who prefer text. – (HubSpot)

industry email marketing benchmarks overall email benchmark data

20% of marketers can directly link their email operations to their company’s primary revenue source. – (Pardot)

B2B marketers using marketing automation increase their sales pipeline contribution by an average of 10%. – (Forrester)

Proper email list segmentation can double email open rates. – (MarketingSherpa)

83% of B2B marketers rely on email as a primary marketing platform. – (Content Marketing Institute)

Email marketing was the biggest driver of Black Friday transactions, with 25.1% of sales originating from the marketing channel. – (Custora)

61% of consumers like to receive weekly promotional emails and 28% want them even more frequently. – (Email Is Not Dead)

Transactional emails produce an average open rate of 72% and a click-through rate of 30%. – (IBM)

The top 3 uses of email marketing are newsletters (66%), promotional content (54%), and welcome series emails (42%). – (Pardot)

The most common topic among emails in the top 1% of viral emails was events and webinars. – (Litmus)

In the United States, the best days to expect higher email click rates are Wednesday and Saturday. – (Soundest)

industry email marketing benchmarks click rates by sector

When asked what their most effective tactics used to achieve email list strategy success, 59% of B2B marketers said content download registrations and 38% said email social media integrations. – (Delivra)

In 2015, just 79% of commercial emails lands in the inbox, as compared to 83% in 2014. The global email deliverability score has thus decreased by 4%. – (ReturnPath)

U.S. white-collar workers say they spend about 6.3 hours per day checking their email. – (Reuters)

Using ‘Daily’ or weekly’ in subject lines boosts open rates whereas ‘monthly’ hurts them. – (Sendgrid)

80 percent of marketers agree that email is core to their business. – (Salesforce)

An introductory email that includes a video receives an increase click-through rate by 96%. – (GetResponse)

When asked to opt-in to receive updates from a company, only 10% elected to do so through Facebook, while 90% chose to receive email newsletters. – (Nielsen Norman Group)

The total number of worldwide email accounts is expected to increase to over 4.3 billion accounts by year-end 2016. – (Radicati Group)

81% of online shoppers who receive emails based on previous shopping habits were at least somewhat likely to make a purchase as a result of targeted email. – (eMarketer)

42% of B2B organizations say email is one of their most effective lead generators for targeting new clients. – (Circle Research)

industry email marketing benchmarks open rates by sector

Keep your email newsletter content 90 percent informative and 10 percent promotional. – (TrackMaven)

Email Marketing Facts, We Rest Our Case

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Bottom line: These email marketing facts don’t lie.

Email marketing statistics that are undeniable.

Proven results with limitless potential to reach new customers and clients.

But to do it right, you need a robust email marketing software and marketing automation strategy. And that’s where we come in.

Give us a try and see for yourself.

PS: We’ll keep adding new email marketing statistics here as they come out 🙂


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